Ajax vs Earthwise:Which is more popular?
In September 2026, Earthwise had more branded searches than Ajax among household cleaning brands in New Zealand. Earthwise had about 400 branded searches, while Ajax had 10. Earthwise made up 4.4% of all household cleaning brand searches we track, and Ajax accounted for 0.11%. When we asked ChatGPT and Google AI Overviews about household cleaning brands, Earthwise appeared in three of the five answers and Ajax in none.
Who do people search for more?
Earthwise, about 40 searches for every 1 for Ajax
Who does AI mention more?
Earthwise, mentioned in 3 of 5 answers, Ajax in 0
Who does AI recommend more?
Earthwise, the only one of the two named
Follow Ajax vs Earthwise and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top household cleaning brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Earthwise was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Ajax did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
ecostore5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Dettol4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Jif3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Earthwise3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Selleys3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Janola0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Morning Fresh0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Harpic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Domex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ajax0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about household cleaning brands
5 answers
Asked ChatGPT
“Which household cleaning brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best household cleaning brands in New Zealand?”
Asked ChatGPT
“What's the best household cleaning brand in New Zealand for everyday cleaning?”
Searched Google, AI Overview
“best cleaning products”
Searched Google, AI Overview
“home cleaning products”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Ajax or Earthwise more popular in search?
This chart shows how often people search Google for Ajax and Earthwise by name. Each line represents a brand's share of searches for all 12 household cleaning brands we track, month by month, from searches in New Zealand.
Share of searches by month for Earthwise, Ajax. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dettol | ecostore | Jif | Janola | Earthwise | Morning Fresh | Harpic | Domex | White King | Ajax | Pine O Cleen | Selleys |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.9% | 31.1% | 8.2% | 9.8% | 5.4% | 1.9% | 1.5% | 1.2% | 0.54% | 0.14% | 0.14% | 0.14% |
| Nov 2025 | 37.3% | 35.5% | 7.5% | 9% | 5% | 1.8% | 1.4% | 1.8% | 0.38% | 0.13% | 0.13% | 0.13% |
| Dec 2025 | 39.2% | 32.2% | 8.5% | 10.2% | 3.7% | 2% | 2% | 1.6% | 0.28% | 0.14% | 0.14% | 0.14% |
| Jan 2026 | 42.6% | 28.8% | 9% | 8.7% | 4% | 2.6% | 2.1% | 1.3% | 0.49% | 0.12% | 0.12% | 0.12% |
| Feb 2026 | 40.7% | 30.9% | 8.2% | 9.7% | 4.4% | 2.3% | 1.9% | 1.2% | 0.4% | 0.13% | 0.13% | 0.13% |
| Mar 2026 | 43.6% | 27.9% | 7.5% | 8.9% | 4.1% | 3.2% | 2.1% | 1.7% | 0.62% | 0.12% | 0.12% | 0.12% |
| Apr 2026 | 41.6% | 30.1% | 8.1% | 7.8% | 4.4% | 3.4% | 2.2% | 1.5% | 0.53% | 0.13% | 0.13% | 0.13% |
| May 2026 | 41.2% | 29% | 7.7% | 9.1% | 4.2% | 4.9% | 1.8% | 1.4% | 0.38% | 0.13% | 0.13% | 0.13% |
| Jun 2026 | 43% | 29.2% | 8.1% | 7.6% | 4.3% | 4.1% | 1.8% | 0.9% | 0.52% | 0.13% | 0.13% | 0.13% |
| Jul 2026 | 46% | 25% | 8.9% | 8.7% | 4% | 3.8% | 1.7% | 1.1% | 0.48% | 0.12% | 0.12% | 0.12% |
| Aug 2026 | 45.8% | 25.6% | 9.8% | 7.8% | 4.3% | 3.4% | 1.5% | 1.2% | 0.32% | 0.11% | 0.11% | 0% |
| Sep 2026 | 46.5% | 23.8% | 10.1% | 8% | 4.4% | 3.5% | 1.9% | 1.2% | 0.33% | 0.11% | 0.11% | 0.11% |
How has the Ajax and Earthwise comparison changed over the last 12 months?
3 findings
- Earthwise was ahead of Ajax in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Ajax’s share of searches among household cleaning brands in New Zealand moved from 0.14% to 0.11%, and its estimated monthly branded searches held steady at 10.
- Across the 12 months ending September 2026, Earthwise’s share of searches among household cleaning brands in New Zealand moved from 5.4% to 4.4%, and its estimated monthly branded searches held steady at 400.
How did search popularity change for New Zealand household cleaning brands in September 2026?
0 changes
Neither Ajax nor Earthwise moved beyond provider rounding among household cleaning brands in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Ajax’s and Earthwise’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among household cleaning brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.